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Article: Work: Downy fabric softener.(NEWS)(Brief article)
- Article from:
- Advertising Age
- Article date:
- September 7, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: LAUREL WENTZ
While shooting a typical testimonial spot for Downy fabric softener, U.S. Hispanic agency Wing persuaded Procter & Gamble to take a chance and film an edgier test commercial at the same time.
The agency is trying to raise the bar on creative and on how to communicate the benefit of long-lasting fragrance in the Hispanic market, where scent is everything.
The spot is set at a laundromat, where one young guy observes another doing laundry and is so drawn by the fragrance of his fabric softener that he wanders over, picks up the stranger's underwear and sniffs it, exclaiming at how good it smells. The other guy says, "I ...